Journal of Exclusive Management Science July 2016 - Vol 5 Issue 7 ISSN 2277-5684

A Study on Consumer Preference towards Skincare with Special Reference to

Himalaya Herbal Products in Nilambur at Malappuram District of Kerala
*Dr. A. Jaganathan
**Dr. K. Palanichamy
*Head & Assistant Professor, Dept. of Management with CA, Bharathiar University Arts &
Science College, Gudalur, The Nilgiris, Tamil Nadu.
**Head & Assistant Professor, Dept. of Commerce with CA, Bharathiar University Arts &
Science College, Gudalur, The Nilgiris, Tamil Nadu.
Abstract
Cosmetics and toiletries are not just the domain of women more body sprays,
perfumes and other cosmetics and toiletries with rising demand from men, the Indian
market is getting enlarged and many players are coming out with cosmetic products
especially skin care products for women and men Globalization will certainly increase
cosmetic products penetration and all professional shall equip themselves to exploit
opportunities offered by this sector. This gives me an opportunity to work on with endeavor
focusing on the consumer perception and satisfaction of towards cosmetics with special
reference to Herbal Products. The primary objective of this study is to understand the
consumer perception and satisfaction studying the awareness of the products within the
consumers and the number of consumers who consumes the Herbal Cosmetics.
Introduction
India is a treasure house of biodiversity in its various ecological condition, rich
ethnic diversity and vast traditional knowledge base forming a botanical garden consisting
of 16 Agro climatic zones, 4500 different plant species, more than 8000 species are used in
about 10,000 herbal drug formulations about 90 percent of total herbal requirement of
industries is obtained from the forest and shares of cultivated is very meager.
Herbal medicines are the oldest form of health care known to mankind. Herbs had
been used by all cultures throughout history. It was an integral part of the devolvement of
modern civilization. Primitive man observed and appreciates the great diversity of plants
available to him. The plants provided food, clothing, shelter & medicines. Much of the
medicines use plants seem to have been developed through observations of wild animals, by
trial and error. Himalaya is a complete research oriented company. Indeed it is his product
safe, efficacious and consistent remedies using Ayurvedic principles.
Scope of the study:
This study would help to classify the customers based on the various variables. There are
number of aspects of brand royalty there are useful in designing marketing strategies. Since
the preference of the consumer play a vital role in their buying behavior, information
regarding the attitudes will help the manufacturers of the herbal products to decide the
product attitudes & to formulate effective marketing strategies. This evaluation is valuable
in developing market strategy & assessing test market results of new product introduction.
Identification of brand loyal consumer provides the management with means of more
effective market segmentation & promotion. It involves repeat purchasing & brand
switching pattern as a measure to find out brand royalty.
Statement of the Problem
The study on consumer satisfaction, help us to know who the consumers are, what,
how; they use & react to the product. The needs of consumers are carefully studied by
conducting survey on consumer satisfaction. This study also helps us to know how various
marketing variable such as price, product features, advertising message & corporate image
affect the buyer. To study on consumer satisfaction reveals to the manufactures about the
taste difference like choice of different people & so on. This study will help gain knowledge
about the market shares factor influencing on a consumer to prefer a particular brand of

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Journal of Exclusive Management Science July 2016 - Vol 5 Issue 7 ISSN 2277-5684
Himalaya herbals & problems faced by them on using such brand. It hope that such study
will help factors influencing the consumer to prefer a particular brand reference, source of
purchase opinion, ideas of consumers about the brand.
Objective of the study:
1.

To study the awareness of respondent about skin care products.

2.

To find out factors influencing in purchase decision.

3.

To examine the level of satisfaction.

4.

To analyze the availability of the product.

5.

Summary of findings and offer suitable suggestions.

Sample of the study

Samples of 50 respondents were selected in adopting the simple random sampling
method. The study was conducted in Nilambur town.
Data collection
A survey method was considered the most suitable method for collecting the primary
data.
Area of the study
Nilambur is a municipality and a Taluk in the Malappuram of Kerala, south India It
is located close to the Nilgiris range of the Western Ghats on the banks of the Chaliyar
River. It is about 40 kilometers from Malappuram city and 24 kilometers from Manjeri on
the KozhikodeGudalur road called CNG road (Calicut-Nilambur-Gudalur road). Population
of Male is 22,658 and Female is 21,106.
Limitation:
1.

The size of sample was restricted to 50 respondents due to the time constraints.

2.

Only selected Himalaya Herbal Products have been studied.

Himalaya Today:
The Himalaya herbs corporate headquarters certainly stands out amidst the
landscape of Bangalore, India where it is located. A dust-spewed main road runs parallel to
the building compounds & surrounding it are expanses of brown land. Dotting the
panorama are some small village houses as well as a small community who make their
homes in tents, they form a stark contrast to Himalayas spanking model campus, within
which is a hive of R&D activities as over 40 scientists, doctors continuously drawn up on a
5,000 years old knowledge called Ayurvedic to create health and personal care products. It
is, however, an appropriate comparison between the companys very humble history that
began more than seven decades ago, & where it stands today.
Data analysis and Interpretation
1. Awareness level of Himalaya products among respondents
S.No
1
2

Aware of Himalaya product

No. of Respondents

Percentage (%)

Yes.

50

100

No.

50

100

Total
(Source: Primary Data)

From the above table it is clear that out of the total respondents taken for the study,
100 percent of the respondents are in aware of Himalaya products.

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Journal of Exclusive Management Science July 2016 - Vol 5 Issue 7 ISSN 2277-5684
2. Place of purchase of the respondents
S.No

Place of purchase

No. of Respondents

Percentage (%)

Department stores.

12

24

Fancy shop.

19

38

Medical shop.

18

Himalaya showrooms.

10

20

Total

50

100

(Source: Primary Data)

From the above table it is clear that out of the total respondents taken for the study,
38 percent of the respondents purchase from fancy shop, 24 percent of the respondents
purchase from department stores, 20 percent of the respondents purchase from Himalaya
showrooms, and 18 percent of the respondents purchase from medical shops.
3. Reason for choosing this product
S.No

Reason for
product

choosing

the

No. of Respondents

Percentage (%)

Brand name.

18

36

Quality.

16

32

Price.

16

Fragrance.

12

Others.

50

100

Total
(Source: Primary Data)

From the above table it is clear that out of the total respondents taken for the study,
36 percent of the respondents are choosing the product for brand name, 32 percent of the
respondents are choosing the product for quality, 16 percent of the respondents are
choosing the product for price, 12 percent of the respondents are choosing the product for
fragrance.
4. Satisfaction level of Himalaya skincare products by respondents
S.No
1
2

Satisfied

No. of
Respondents

Percentage (%)

Yes.

47

94

No.

50

100

Total
(Source: Primary Data)

From the above table it is clear that out of the total respondents taken for the study,
94 percent of the respondents are satisfied with Himalaya herbal products, and 6 percent of
the respondents are not satisfied with Himalaya herbal products.
Findings
Majority of the respondents are Female the age group of 18-30 years. Most of them
student are unmarried in their family four member. All of them are aware of Himalaya
product through advertisement and internets, the purchase from fancy store are choosing

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Journal of Exclusive Management Science July 2016 - Vol 5 Issue 7 ISSN 2277-5684
this product for brand name. All of the respondents are satisfied with Himalaya herbal
products. Majority of the respondents prefer to recommend to others.
Suggestions
The study reveal that the consumer prefer more varieties of skincare items in
a better compact way and hence it is suggested to the company to introduce the skincare
products in wide range with compact package. On the basis of growing demand for skincare
products & heavy competition it is recommended to the company to undertake the method
of distribution of free sample, so as to cover more consumers for their products. It is found
from the study in the view of consumers the price of Himalaya skincare products is very
high. It is important that the company should try to reduce the price instead of justifying
items. Better advertisement can be made which provides opportunity to the consumer to
compare the merits of using Herbal/ Ayurvedic cosmetics.
Conclusion
The marketing of any product involve lot of process which are mostly
complex in nature. It is up to the manufacturer to adopt suitable marketing strategy to
push their products in the market. This state of affairs is very applicable to skincare
products also, under the conditions of competition and changing customer preference the
Himalaya Company has to closely watch the consumers and the marketing trend to evolve
suitable marketing strategy to cover large part of the consumer. Unlike other products,
skincare products are those which are not generally purchased by all consumers. Hence
there is a need to advertise more to create awareness and use of skincare products. This
will facilitate the consumers to understand the importance of products and buy to use for
themselves and for the family members. However the preference of consumers cannot be
easily calculated and hence personal attention with due care is very, much required for the
same.
Bibliography
Books Referred:
1. Research Methodology, Kothari.C.R.
2. Fundamentals Of Statistics,Kapoor V.K
3. Marketing management - S.A Sherlekar, Himalaya publishing house Mumbai
4. Marketing management - Philip Kolter, Dorling Kindersely (India) Pvt ltd
Websites:
1. www.ceoexpress.com
2. www.himalayaherbalproduct.com
3. www.himalayaherbalcosmetics.com
4. www.himalayaskincare.com
5. www.ebsco.com

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